THE FRUITIST
Role: Art Director
Creative Producer
Social Strategist
As Art Director, I built a comprehensive social media strategy for The Fruitist that positioned the brand’s berries as bold, modern, and irresistibly fun. My role spanned from creative development through production and execution planning, ensuring the brand had a strong, cohesive presence across Instagram.
SOCIAL STRATEGY
With the help of my team, I created a comprehensive social media strategy deck that outlined how the brand could strengthen its presence across Instagram and TikTok. I led the creative development, building a visual system of highlight icons, graphic elements, and grid directions that reflected the brand’s bold and playful personality while staying polished and modern.
PHOTO PRODUCTION
To build out original content for the brand, I directed a social photoshoot, leading creative decisions on styling, shot lists, and brand representation. Beyond art direction, I also took on the role of producer, coordinating the location, photographer, and props to bring the vision to life. This hands-on approach ensured the shoot delivered a diverse library of assets that seamlessly fit into the brand’s social plan.
VIDEO PRODUCTION
I collaborated with photographer/videographer Celina Kenyon to create natural, versatile video content for The Fruitist. We produced both long-form and short, social-first edits designed for Instagram Reels and TikTok, giving the brand engaging, bite-sized content to capture audience attention.
BRAND AUDIT
I created a brand audit that analyzed Fruitist’s positioning, competitors, and target audience, while evaluating social channels like Instagram and TikTok. The audit delivered actionable insights and a roadmap for building a bold, premium, and social-forward identity.
TEAM
PHOTOGRAPHER: Celina Kenyon
VIDEOGRAPHER: Celina Kenyon
SOCIAL COPYWRITER: Rodni Hicks
GRAPHIC DESIGNER: Harleigh Roberts